In small structures, or start-up, the leader often has profiles on social networks where pro information versus personal information mix a little. Far from being awkward, on the contrary, it often gives it a social aspect that can serve the company. It benefits from its network and it gives it visibility. Moreover, its profiles are often followed the official profiles of the company. The leader of an emerging start-up is his first commercial, his business developer, sometimes the IT developer, its head of communications and marketing. It is normal that have a large network, and physical network is found on social networks, personally. It is logical that put this network for the benefit of his company in the making.
The situation is changing with the growth of the company. It becomes more difficult for the leader to maintain the same level of closeness with all his contacts and to embody the image of the company itself. It keeps an important and qualitative network, but its communications team will establish formal channels to communicate.
In SMEs and Major accounts, speaking out on social networks is less "personal and spontaneous." The management team communicates primarily there to share company news, relay information about its industry, or in rare cases, to exclusive ads.
We often forget that the leadership profiles are an interesting means of communication to make some announcements in preview on the company (partnerships, signing contracts, new offer, ...). These profiles have the advantage to humanize communication, possess a natural authority, to provide a character both official and exclusive which can be interesting in some cases. In addition, they have the advantage of reaching a much wider audience.
Indeed, we will find it easier on the profile of the leader of the journalists, institutional, partners or other influencers and strategic contacts, when we will find more customers to the company's accounts.
These structures have a vested interest to capitalize on the profiles of their leader and to regard them as full-fledged communication channels.
Obviously, all the leaders are not present on social networks. This is a loss for the company, which can be easily remedied by relying on marketing automation tools like Sociallymap. Sociallymap allows to set up a broadcast scenario for automatic relaying the company's information selected by the COM team in consultation with management, the profiles of the leadership team. This is what we call the "Ambassador Program". In the latter, influential profiles identified in the company are integrated in the communication strategy .. Sociallymap then shall disseminate the right information on the right profiles at the right timing and the right format. The marketing automation is an ally in the development of this kind of strategy.
Here are two "mapping" for leaders and their entourages to benefit from a qualitative and regular animation profiles, without any effort.